Net-a-porter’s Le Virage Spring 2026 Campaign Stars Apolline Rocco Fohrer

Net-a-porter launched its Spring 2026 campaign, called "Le Virage," with photographer Davit Giorgadze framing Apolline Rocco Fohrer in a concise, editorial edit designed to read less like broad advertising and more like a tightly styled fashion statement. The campaign is explicitly billed as a move to spotlight statement looks and to articulate "a more focused, highly styled vision for both fashion and the luxury e-tailer itself."

The imagery leans on a selective roster of designers: Gucci, Loewe, Khaite, Chloé and Simone Rocha. Those names anchor the campaign’s tone and merchandising message, stacking runway-forward silhouettes and signature design voices into a compact visual grammar. Net-a-porter is using the campaign to make a case for curation over catalog; the presentation highlights individual statement pieces rather than a scattershot assortment.

Behind the camera and behind the strategy is a broader leadership push led by president Heather Kaminetsky, who has reconvened a reunited leadership brain trust pulled from the company’s earliest days. Kaminetsky has laid out specific priorities: putting the high-spending EIP client at the center, expanding personal shopping, staging trips and intimate events, launching what the company calls "secret shops" of exclusive product, wooing lapsed customers with same-day delivery in key cities and injecting renewed editorial energy via Porter magazine. "I truly believe Net-a-porter will be the authority of fashion again. There’s a magic to the community and a belief — internally, externally, among brands and customers — that Net is going to be at the top of its game again," Kaminetsky said.

Executives have been repositioned to execute that plan. Claudia Plant, Net’s first employee and a cofounder, has been rehired as chief brand and customer officer. Brigitte Chartrand joins as chief buying and merchandising officer with a mandate to "double down on runway looks, key trends and a curated mix of heritage and emerging labels." Those hires are explicitly tied to sharpening product curation, storytelling and a return to a profitable, full-price business model.

The campaign functions as part creative signal and part commercial playbook: it visually telegraphs the renewed focus on product and service while the company layers in experiential levers like personal shoppers and secret shops. Missing from the rollout are full production credits, a breakdown of which "key cities" will see same-day delivery and any public definition of the EIP client; those operational details have not been disclosed.

Le Virage reads as an intentional pivot - a concentrated visual proposal and a managerial reset that aims to convert editorial bravado into commercial momentum. If Kaminetsky’s conviction holds, the campaign is the first public beat of a larger attempt to reclaim Net-a-porter’s authority in luxury fashion.